Channel Manager (Modern Trade)

FrieslandCampina Group (Thailand)

Reporting to the Head of Shopper Marketing, the Channel Manager is responsible for driving profitable sales and category growth for FrieslandCampina categories in the Channel; supporting the development and implementation of Shopper Marketing strategies with a horizon of 12-36 months, jointly leading the Shopper and format thinking of the commercial team - taking responsibility for developing and implementing Point of Purchase strategies, commercial priorities and standards for each Category and Customer, incorporating the five POP Drivers (Price, Promotion, Availability, Visibility & Shopper Marketing Communication), and providing Customer Marketing and Customer Development teams with accurate and timely Category reports by interpreting and analyzing both commercial and market research data.

Overall Responsibility:Category Strategy

Understand the category strategy

Provide shopper, format and competitor data from all available data sources to incorporate into category strategy.

Support the identification of Target Shopper by Category and by Customer

Support the identification of the Shopper’s Path to Purchase (across Physical and Digital Channels), Touch points, Triggers and Barriers per Touchpoint, Shopper Decision Tree

Support the establishment of a set of Shopper P2P Guidelines, covering range, placement, merchandising, pricing, promotions, and Shopper communication (including multi-sensory elements and new technology) by Channel

Jointly lead Customer Marketing in the integration and application of Shopper Marketing strategy into Customer plans.

Ensure Shopper Marketing strategy is aligned to the Category Strategy

Promotional Strategy

Support the development of in category promotional plans by Customer

Contribute to the development of cross category promotions as required by Customer Marketing

Shopper Insight

Work with Senior Category Development Manager to develop shopper insight from shopper data (e.g. Homescan and other panel data, bespoke behavioral research, etc.)

Be an expert on shopper data sources and how to generate insight from these sources

Lead the creation and maintenance of a shopper insight database

Competitors by Format (and Channel where applicable)

Lead the monitoring of performance of Competitors by Format (and Channel where applicable) and providing data to plan for competitive advantage

POP Vision, Strategies & Standards

Provide analysis to develop POP Strategies and Standards that support the Category vision and objectives in the Customer

Lead Customer Marketing teams to ensure that POP Strategies & Standards are translated into specific short & long term business plans within key customers

Work with Field Sales Operations team and Activation team to implement POP Strategies & Standards (especially for promotional activity)

Implementation of Shopper Marketing Strategy

Lead the monitoring and follow up of the execution of Shopper Marketing strategies and planned activities- ensure we are successfully executing

Commercial Propositions

Support the Commercial Proposition process, providing Shopper input and ensuring Customer input - commercialize the go to market proposition for all new initiatives by translating into a channel specific conceptual sell

Sales Forecast

Lead the building of the Initial forecast based on Commercial Proposition insights & information to estimate 20 week volume at early stages of CP process.

Lead the monitoring and review process of the category within each Customer - overall performance and trends on a quarterly basis

Support the evaluation of the effectiveness of the FC investment choices in the category and channel

Required Qualifications:

Bachelor or Master degree in Business, Marketing or equivalent. MBA degree is preferred.

Minimum 5 year Modern Trade Commercial experience in Shopper Marketing (Channel or Category Development), Marketing Management, and sales Management. Experience in leading FMCG company is preferred

Strong knowledge and demonstrated experience of leading different kinds of shopper projects, include experience of leading shopper research, NPD from inception to launch, including concept development & research process. Knowing shopper insights and ability to translate into actions.

Have experience of leading shopper marketing agency/research/activation development process

Ability to manage budget effectively with proof evidence

Analytical & Strategic thinking

Good command of both English & Thai in speaking, reading, and writing

Resilient and able to work under pressure & business dynamic.

Proficiency in Microsoft Word, PowerPoint and Excel.

Location: This position will be based at FrieslandCampina Thailand Head Office, Phaholyothin , Bangkok.

How to Apply: If you possess what we are looking for, please submit the application to APPLY NOW

Company Industry

Job Function

Salary negotiable

Salary negotiable

Employment Type

Full Time, Permanent

About FrieslandCampina Group (Thailand)

Royal FrieslandCampina is organized as a cooperative with 19,244 member dairy farmers in the Netherlands, Germany and Belgium and has been providing millions of consumers globally with dairy products containing valuable nutrients for over 144 years. We are a global company, but with a focus on local communities and customers. And not just in Europe, but also in many countries in Asia, Africa and the Middle/East. Our farms, factories and products have long been a part of daily life in many countries across the globe.

We reach millions of people in more than one hundred countries around the world, with our milk products, cheese, butter and ingredients. We are fascinated by the power and potential of milk; hence we help people move forward by getting more out of milk. As the largest dairy Co-operative in the world.

FrieslandCampina Thailand is the affiliate of Royal FrieslandCampina and has been here since 1967. We produce and sell variety of dairy products under brand name Foremost, Ship, Falcon and My Boy. The extensive product range of quality products includes pasteurized milk, UHT milk, yoghurt drinks, and condensed milk.

We believe our current and future success depends largely on the quality of our employees. For this reason, Foremost wants to offer an attractive, challenging and inspiring working environment where employees are encouraged to develop themselves both professional and personally.